【精选】性别比例失衡对择偶过程中消费行为的影响.pdf

Advances in Psychology 心理学进展, 2014, 4, 271-278 Published Online March 2014 in Hans. /journal/ap /10.12677/ap.2014.42039 The Effect of Imbalance Sex Ratio on Consumer Behavior of Mating Jiang Xu1,2, Xiaopeng Ren1* 1 Key Laboratory of Behavior Science, Institute of Psychology, Chinese Academy of Sciences, Beijing 2 University of Chinese Academy of Sciences, Beijing * Email: xuj@, renxp@ nd th th Received: Jan. 22 , 2014; revised: Jan. 26 , 2014; accepted: Feb. 8 2014 Copyright © 2014 by authors and Hans Publishers Inc. This work is licensed under the Creative Commons Attribution International License (CC BY). /licenses/by/4.0/ Abstract According to evolutionary psychology, sex ratio in a population is an important factor in deter- mining mating behavior in animals. We propose that sex ratio also has pervasive effects on hu- mans. The sex ratio in China is in a state of imbalance, and sex ratio of baby even reaches 120:100. But effects of sex ratio to mating behavior of Chinese were not clear. The study examines consum- er behavior of mating in male-bias and female-bias and gets the effects. Findings show that male-bias leads men to spend more money on inviting women to have a meal. Female-bias leads women to perceive more difficulties in finding another half and will choose work in the future but not family. Research shows that sex ratio indeed influences consumer behavior of mating. We also probe the theoretical significance and practical value of sex ratio. Keywords Sex Ratio; Intrasexual Competition; Availability of Opposite Sex 性别比例失衡对择偶过程中消费行为的影响